The Research Of The Guidance Of Pubic Opinions About Unexpected Event In The Environment Of Digital Technique

Human society has entered the stage of emerge endlessly in twenty-first century. China is coming to the globalization, urgently needed the great rejuvenation of the Chinese nation under the stable environment, but the great impact of emergency put forward an acid test to the construction of a harmonious society. The development of digital and Internet technology makes the new media with the Internet as the centre growing quickly under its unique characteristics, such as quick, extensive, thorough, interactive and multimedia three dimensional dissemination. With information dissemination and public opinion playing a more and more important role, more than200million Chinese Internet users has become an influential force of public opinion, which poses profound impact on the dissemination of information of the society, but it also put forward new challenges and requirements to the guidance of public opinion by the government and media.This essay did the research from new trends and new features of the emergencies media guide; tried to point out the direction of innovation and the way of reform for emergencies media guide under the new situation; conferred emergencies media guide traditional media, government agencies and new media; analyzed the shows and issues on new media guide, and introduce an effective innovation strategy to guide public opinion and reaction mechanisms from the communication, media studies, public relations and so on. Based on analyzing the essay shows allow:firstly, with the development of incident reported trends, the public media "gatekeeper" role of the nature of the changes occurred, political democratization, is reported to incidents raised new requirements; domestic and foreign media of digital media management are difficult to reach the regulatory consensus; audience of media literacy on emergency and public opinion to a tremendous impact. Secondly with digital technology, information dissemination under the laws and characteristics of public opinion guide, change the traditional opinion guide concept, in public opinion occurs,"jam" for "steam","passive" for "active". Thirdly, digital technology bring public opinion to guide emergency mechanism and the impact of ideas, including the enhancement of early warning systems resilience, initiative and openness of public opinion to guide the improvement as well as government propaganda model of change. Fourthly, in government and media existing emergency response mechanism on the basis of the development of digital technology, adapt to the development characteristics of digital technology, improve the emergency response ability and public opinion guide ability. Finally, new media has a huge impact and demonstrate the unique characteristics of public opinion, technology upgrade perspective in emergency,"agenda" set,"opinion leaders", the field of communication theory and the "media integration" system are influencing factors in emergency new media events to guide public opinion.